The document summarizes the results of a market research survey of micro-businesses in the Farnham area. It finds that most micro-businesses are sole proprietorships or have fewer than 4 employees and work from home or in multiple locations. These micro-businesses make good use of coffee shops, spending an average of £5-10 per week, and prefer sitting over takeaway. The businesses are highly engaged with technology, having websites and using social media, though many want access to more digital skills training. An overwhelming majority expressed interest in a "Business Café" that would provide workspace and services for local micro-businesses.

1.
Market Research Survey: The Business Café.
1 THE TARGET MARKET: NON-­‐OFFICE-­‐BASED MICRO-­‐BUSINESSES
The
survey
targeted
micro-­‐business
personnel
who
live
and
/
or
work
in
Farnham
and
the
surrounding
area.
The
majority
of
survey
respondents
fit
well
into
the
category
of
‘micro-­‐business’.
Most
do
not
have
any
employees
(55%),
and
where
businesses
do
employ
staff,
most
have
fewer
than
four
employees
(32%).
However,
there
is
a
significant
minority
with
upwards
of
20
employees
(5%).
There
was
a
variety
in
the
lengths
of
time
that
these
businesses
had
been
running,
spread
quite
evenly
over
the
range
from
less
than
a
year
to
over
ten
years,
although
new
start-­‐ups
were
the
single
biggest
group
by
a
small
margin
(see
graph).
There
was
also
a
huge
variety
of
business
sectors
–
almost
40
in
total.
Marketing,
advertising
and
PR
was
the
most
common
sector,
at
23%.
The
only
other
sectors
representing
over
10%
of
the
total
were
education
(15%),
creative
arts
and
design
(13%)
and
information
technology
(12%).
Only
13%
of
respondents
said
they
worked
exclusively
from
an
office,
and
many
of
them
mentioned
the
fact
that
they
travel
regularly
between
different
locations.
The
most
common
workspace
was
the
home
(52%)
followed
by
a
mixture
of
home,
office
and
car
(35%).
A
small
majority
worked
within
walking
distance
of
Farnham
town
centre
(54%)
although,
for
those
using
multiple
workspaces,
this
depended
on
which
workspace
they
were
currently
in.
2 HOW DOES THIS MARKET USE COFFEE SHOPS?
These
micro-­‐businesses
make
good
use
of
coffee
shops
and
cafes.
Eighty-­‐eight
percent
of
respondents
reported
using
coffee
shops
regularly.
Around
a
third
(35%)
used
them
between
one
and
three
times
per
week,
while
half
(49%)
used
them
once
every
few
weeks.
A
minority
used
coffee
shops
once
or
more
each
weekday
(5%).
Answer Options
Response
Percent
Response
Count
No more than £5 38% 67
Between £5 and £10 46% 80
Between £10 and £15 13% 22
Between £15 and £20 3% 6
More than £20 0% 0
Answer Options
Response
Percent
Response
Count
Less than a year 25% 45
1-2 years 12% 21
2-5 years 20% 37
5-10 years 20% 37
Over 10 years 23% 41

2.
The
most
common
spend
was
£5-­‐10
per
week
(46%),
with
another
38%
spending
up
to
£5
(see
graph).
A
minority
(16%)
spent
between
£10
and
£20
on
coffee
shops
per
week,
with
one
respondent
noting
that
their
spend
can
increase
to
£10
per
day
when
they
are
travelling.
Some
respondents
mentioned
specifically
that
they
use
coffee
shops
for
business
meetings.
In
line
with
this,
the
survey
showed
that
the
vast
majority
of
respondents
using
coffee
shops
prefer
to
sit
in
rather
than
take
away
(86%
compared
to
14%),
although
16%
commented
that
they
use
both
sit-­‐in
and
takeaway
services
depending
on
circumstances.
3 HOW TECH-­‐SAVVY IS THIS MARKET?
These
micro-­‐businesses
are
already
engaging
with
technology.
Eighty-­‐two
percent
of
respondents
have
their
own
website,
and
94%
are
engaged
in
social
media.
Facebook
was
the
most
commonly
used
form
of
social
media
(81%),
followed
by
Twitter
(68%)
and
Linked
In
(56%),
but
47%
of
respondents
use
all
three.
Of
those
who
are
not
currently
using
social
media,
91%
would
like
to.
Despite
a
relatively
high
level
of
information
technology
ability,
this
market
is
keen
to
improve
and
add
to
their
skills:
eighty-­‐one
percent
would
like
to
have
access
to
more
digital
skills.
However,
according
to
participants’
comments,
the
level
of
help
and
information
would
have
to
pitched
carefully;
most
are
beyond
basic-­‐level
skills
and
would
require
help
only
with
higher-­‐level
and
business-­‐specific
digital
skills.
4 DOES THIS MARKET WANT A BUSINESS CAFÉ?
An
overwhelming
majority
(88%)
said
they
would
like
to
have
a
Business
Café
in
their
local
area.
A
further
6%
said
“maybe”
or
that
they
did
not
know,
with
a
number
of
these
explaining
that
they
did
not
yet
understand
what
a
Business
Café
is.
Forty-­‐six
percent
of
respondents
expected
to
visit
the
Business
Café
once
every
two
weeks,
with
a
further
42%
expecting
to
visit
once
or
twice
per
week
(see
graph).
The
majority
(61%)
do
not
pay
a
membership
fee
to
a
business
community,
nor
would
they
be
willing
to.
However,
over
a
quarter
of
respondents
(27%)
already
do,
and
a
further
12%
would
be
willing
to.
Answer Options
Response
Percent
Response
Count
Never, it's not my thing 8% 13
Once every couple of weeks 46% 76
Once a week 24% 40
Twice a week 18% 29

3.
A
small
majority
of
respondents
(56%)
would
be
happy
to
take
part
in
a
focus
group
to
direct
the
Business
Café
concept,
even
if
they
were
not
paid.
Another
4%
would
take
part
if
they
were
paid,
and
a
further
4%
might
take
part
depending
on
circumstances.
We
received
unique
email
addresses
for
future
contact
from
134
people.
5 SUMMARY
This
is
a
client
group
for
whom
a
flexible
workspace
away
from
home
is
very
attractive,
given
their
lack
of
dedicated
office
space
and
their
itinerant
work
life.
They
already
use
coffee
shops
for
business,
so
a
dedicated
Business
Café
would
represent
a
valuable
upgrade
of
an
already
familiar
and
useful
environment.
Increasing
digital
skills
is
a
priority
for
this
market.
Due
to
the
‘micro’
nature
of
their
businesses,
they
are
likely
to
be
personally
responsible
for
much
of
their
IT
and
social
media
presence,
meaning
that
they
value
the
kind
of
specific,
intermediate-­‐
to
high-­‐level,
business-­‐orientated
training
and
support
that
a
Business
Café
can
provide.
Most days 4% 6